A new survey from Sweden suggests that the percentage of consumers in the country who believe that organic provides added value worth paying more for increased in 2022, despite a deepening cost of living crisis that has sent organic sales into decline in many parts of Europe.
That’s one of the headline findings of a new survey carried out for the Swedish organic certifier KRAV by Kantar Sifo. It shows that willingness to pay for KRAV-branded food has increased by three percentage points to 45 percent compared to last year’s survey, and among those who buy sustainable foods as often as they can, willingness to pay has increased by six percentage points to 73 percent.
“It is very gratifying that consumers understand that we must stick with organic production, which means so much to our environment and the climate, says Emma Rung, CEO of KRAV.
“The survey also shows that retail prices for organic food have not risen as steeply as those for corresponding conventional foods this year. This has led to a closing of the gap in prices between organic and conventional in certain categories”
The survey also shows that retail prices for organic food have not risen as steeply as those for corresponding conventional foods this year. This has led to a closing of the gap in prices between organic and conventional in certain categories.
Of the roughly 1,500 consumers who participated in Sifo’s survey at the beginning of October, 47 percent responded that they perceive KRAV as a brand for them (45 percent last year), 53 percent responded that KRAV makes it easy to choose sustainable foods (51 percent last year).
The KRAV label is also strong associated by consumers with the highest sustainability and ethical credentials in areas such as animal welfare, pesticide use, biodiversity and sustainable production.
In addition, Sifo’s survey highlights KRAV as a holistic label that guarantees high standards and control in all aspects of the production chain, taking into account both humans, animals and the climate.
The survey also confirms KRAV’s remarkable consumer awareness level, at 99 percent.
Main image: KRAV-labelled foods in a Swedish supermarket. KRAV.